Don't Dream It B. It.

The Lake Champlain Chamber Launches Don’t Dream It B. It.: A New Destination Marketing Campaign to Reclaim the City’s Narrative

A grassroots-inspired campaign calls on locals and travelers alike to experience the real, resilient spirit of the Greater Burlington region. 

BURLINGTON, VT (April 21, 2026) – Hello Burlington, the tourism division of the Lake Champlain Chamber, today announced the rollout of Don’t Dream It B. It, a comprehensive marketing effort designed to revitalize the region’s identity. Created in collaboration with local agency Solidarity of Unbridled Labour, the campaign moves beyond standard tourism campaigns, functioning instead as a collective "open letter" that celebrates the enduring character of the Greater Burlington region. “This platform gives us tools to use for outside promotion and a shared way to express what is already real, already here and already working,” said Cathy Davis, President of the Lake Champlain Chamber. “We need our residents to help the world see the Burlington we still believe in.”

The initiative launches as the region navigates a complex period of social change. Recognizing that visitor perceptions are deeply tied to the energy of the people who live here, the Chamber is prioritizing a "locals-first" philosophy. The campaign aims to re-energize the community’s role as the region’s most vital storytellers, inviting residents to lead the way in showcasing why Burlington remains a premier destination. Its central theme emphasizes moving beyond just dreaming about a better reality to actively participating in its creation.

"Marketing can only do so much. The real heart of a visit is the atmosphere created by the people on the ground: our local ambassadors,” said Jeff Lawson, Vice President, Tourism at the Lake Champlain Chamber. “This isn’t just about putting more heads in hotel beds; it’s about providing our community with a way to champion the Burlington they know and love. We’re giving our residents the tools to help the world see the progress and the passion that is already here.”

Hello Burlington is engaging its members and partners in the campaign by providing promotional resources, including photo assets, logos and design guidelines, to adopt and integrate into their own work. The project seeks to engage diverse stakeholders, including the local cities and towns, the arts community and the region’s higher ed institutions to amplify the message collectively.

Targeted Outreach

The 2026 campaign is fueled by a targeted strategy to ensure the region’s high season (May-October) sees a surge in purposeful travel. Key focus areas include:

• Re-Igniting Past Connections: Targeted outreach to visitors from the 2023–2025 summer seasons and the 2024 Eclipse to encourage a return trip to their favorite Lake Champlain spots. 

• Finding New Explorers: Using advanced "Look-A-Like" modeling to identify travelers whose interests align with the quintessential Burlington experience including outdoor adventure, craft culture and local arts.

• Regional Hubs & Emerging Markets: 

  • Drive Market: Deepening engagement within Boston, New York, Providence, Albany and Portland DMAs.

  • Fly Market: Aggressive outreach to high-value travelers in Philadelphia, Washington, D.C., Charleston, Atlanta and Charlotte.

The Core of the Campaign 

The Don’t Dream It B. It campaign is built on three central priorities: 

1. Signature Experiences: Highlighting the distinct “Only-in-Burlington" properties with local touches and the vibrant, walkable energy of downtown during high season events and happenings. 

2. Authentic Advocacy: Elevating the voices of local business owners and creators to provide an unfiltered look at the region’s modern Vermont lifestyle.

3. Seasonal Synergy: Capitalizing on a two-pronged digital approach including the fly campaign (running through July 31) and the drive campaign (extending through September 15).

Celebrating the Campaign Launch

The campaign will officially launch this May during Hello Burlington’s annual High Season Kickoff at Foam Brewers. This gathering serves as a rallying point for hospitality leaders, educators, and economic developers to align their efforts and celebrate the region’s potential before the summer peak.

To explore the Don’t Dream It B. It. campaign, media kit and learn more about the initiative, visit www.helloburlingtonvt.com/mediakit.

About the Lake Champlain Chamber
The Lake Champlain Chamber is the largest business advocacy organization in Vermont. Through its tourism division, Hello Burlington, the Chamber works to promote the Greater Burlington region as a premier destination for leisure and business travelers while fostering a vibrant, optimistic and modern Vermont.

Media Contacts:

Hello Burlington, hello@helloburlingtonvt.com
Madden Media, BurlingtonPR@MaddenMedia.com